ICS: Get Cancer

Irish creative agency Chemistry has created a daring campaign for the The Irish Cancer Society featuring a sensitive film directed by Keith Hutchinson through H2 Films.

The spot opens arrestingly with a host of real-life cancer survivors stating that they want to get cancer. Playing on the double meaning of ‘get’, the script catches the attention and – along with the shocking prediction that by 2020, the disease will affect one in two of us – raises awareness of the need to fund ongoing research.

The campaign kicked off with four, unbranded, 10-second TV teaser ads with a voice-over announcing the line, "I want to get cancer," these provoked speculation until the whole campaign was launched with the 40-second TV spot, supported by outdoor, press and radio.